Abstract
Objective: This study investigates the various perspectives on the perceived failure of government-led financial policy, particularly ZeroPay. We aim to propose strategies to lead ZeroPay to a successful market position by understanding the reasons behind this perception. Theoretical Framework: This paper is based on the theory of citizen participation in e-government and discusses the ZeroPay policy and citizen participation. Method: By comparing and analyzing the issues at the start of the policy and those that arose over the past five years, problems are identified, and solutions are derived. This paper finds out why ZeroPay has produced such results and why people think it is a failure, and discusses how to lead ZeroPay in the market successfully. Results and Discussion: The biggest problems with ZeroPay are the inconvenience of payment methods, lack of credit card benefits, and lack of participation by small business owners and citizens. For the service to be successful, it is necessary to attract sustainable interest and participation from citizens and small business owners and cooperate with financial institutions and companies. Research Implications: The government-led payment service has been unable to overcome the limitations raised when it was launched. Participating required much work for citizens and small business owners. For the service's success, the active participation of citizens, small business owners, and the private sector is necessary. Originality/Value: This paper discusses the importance of citizen participation in SGM cases. We discuss whether cooperation with the private sector and active participation of citizens, rather than government-led, are essential for success.
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